Marketing ti presento il Mobile? Gennaio 2010 - Prima Comunicazione

Mobile Marketing in International Perspective: The View From the Mobile Marketing AssociationAppendiceSo when it is borne in mind that online advertising expenditure has slowed dramatically,and actually experienced a significant decline in the US last year, the significant increasedshare of digital spend implied by mobile ad expenditure growth only serves to reinforcethat mobile is gaining ground relative to both offline and online media.SMS and Direct ResponseAll the buzz around smartphones and the mobile Internet should not obscure the noless fundamental important development in the world of mobile marketing, namely thematuring of text-based mobile marketing, including “direct response” calls to action.More than 740 billion text messages were sent in the US during the first half of 2009,a figure that breaks down to approximately 4.1 billion messages per day, according tofindings from a semi-annual industry survey from CTIA-The Wireless Association. Untila few years ago, texting in North America was largely limited to consumers under 35. Nowit is widely enough integrated that marketers are making short-code and key-word based“calls to action” the response mechanism of choice. In the Haitian earthquake tragedy ofJanuary 2010, relief agencies such as the US Red Cross rapidly “mobilized” millions ofdollars in donor support in the first three days, all raised through $10 donations addedto consumers’ phone bills.Of course, the power of SMS to facilitate response to human need is a salient reminderthat the universality of mobile is qualified by the diversity of technologies involved.Much of the focus in the press in North America and Europe centers on the smartphonerevolution, and the ability of these devices – notably the iPhone and its rivals – toprovide unmediated access to the Internet. But even today in the US, only about 25% ofconsumers have this category of device, meaning the majority of the mobile populationis best reached via texting.And in much of South Asia, large parts of East Asia, Africa, and Latin America, mobiledevices with their sms-powered connectivity are of enormous importance to developingmodern market economies and economic growth. In countries like Kenya and TanzaniaSMS is enabling mobile banking and helping to supplement lagging economic growthby providing widespread access to financial and remittance services in the absence of afully functioning traditional banking system. A recent study reported in the Economistnewspaper suggested that SMS-based mobile banking could be adding as much as 1%additional GDP growth to some countries in sub-Saharan Africa.Some other key developments to noteSocial Networking. eMarketer predicts the number of mobile users accessing socialnetworks from their mobile devices will reach 607.5 million worldwide by 2013,representing 43% of global mobile Internet users. In the US, mobile social networkers willtotal 56.2 million by 2013, accounting for 45% of the mobile Internet user population.Mobile Coupons. More than 300 million consumers around the world will have usedmobile coupons by 2014 and this usage will generate a redemption value close to $6billion globally, according to a forecast and report by Juniper Research.Il Rapporto con i risultati completi della Ricerca è scaricabile da www.osservatori.netMarketing ti presento il Mobile?Copyright © Politecnico di Milano – Dipartimento di Ingegneria Gestionale49